It’s happened: LinkedIn content (and the need for LinkedIn content strategy) finally appeared! 2020 was the year of immigration professionals posting on LinkedIn because of the issues around coronavirus with traveling, border issues, etc.
There’s a lot of immigration-related coronavirus content on LinkedIn right now – it’s great but starting to be overwhelming. How do you decide what to share so it’s not just another post that gets lost in the feed?
Here’s my #1 tip for LinkedIn Content Strategy
You might be posting a lot about topics relevant to your and career but is your audience just as engaged?
Think about everyone you are connected to on LinkedIn. That’s your network. I think the most important thing for creating your LinkedIn content startegy is understanding your network. Understand content do they typically engage with, and who you are to them. Does that sound difficult? I’ve come up with some questions that will help you discover your own brand identity and what exactly your network is looking for:
The Best LinkedIn Content Strategy: What type of content creator are you?
- Does your network look to you as a curator? Are you the one in your network posting resources and links to news or new content that no one else is? For example, are you the lawyer who’s staying ahead of the coronavirus travel restrictions and posting links (say to BBC article on the latest travel restrictions around the world) to relevant articles to keep your network updated?
- Do they want your analysis? This can look similar to the ‘curator’ role but it’s slightly different. While you could be sharing the same resources and links, your role is more like the opinion section in the newspaper. People are looking to your LinkedIn for your “take” and your opinions on the latest news and stories, not just the link to the story.
- Do they want practical tips from you? Are your posts that do well on Linkedin the posts that are like “top 5 things to do for U.S. citizens looking to travel during coronavirus?” If that’s the case, people are looking to you for your expertise on the practical sides of matter.
- Do they want a distraction? Are you the one posting the viral sleeping puppy type of videos on LinkedIn? There’s nothing wrong with that! That’s an important type of content that is very popular on all social media platforms, including on LinkedIn– and especially during the neverending onslaught of coronavirus related news and updates.
Now that you’ve read this list, do you know what kind of content creator you are? Some people are probably “Yes! 100%” but most people probably are not sure or see themselves in multiple categories.
If you think you fall into multiple categories, there’s one thing to do that will let you know immediately so you can start devising your LinkedIn content strategy…
The Next Step of LinkedIn Content Strategy: Start Posting
You have to try the content out! By that, I mean you have to start posting on LinkedIn. There’s no better way to learn about your audience than actually engaging with them. To start, think of the four different categories and try creating and posting 2 or 3 content pieces based on each type.
Once you start putting out various pieces of content in all of the four categories, you’ll be able to see how your audience responds. Do you get a lot more likes posting cute animal videos? Did your report on that news story get 10 plus comments? Now is the chance to really lean into the category or categories that works best for your network.
Would you say this article was a practical tip? Or was it a welcome distraction from all of the COVID updates? See, I’m figuring it out too. Let me know what you think!